Posted: September 14th, 2015

Business Strategy & the Employee Brand.

An employee brand can help businesses reinforce in their customers’ minds the mission and value upon which the business is built. Employees who receive and understand the messages the business wishes to convey can become assets by proactively projecting this image to customers. Ultimately, the development of an employee brand can help businesses achieve their goals with a more committed and efficient workforce. This module has introduced you to the strategies Southwest Airlines has used to develop and promote their employee brand, thus furthering the success of the organization. Another airline known for its successful branding is JetBlue. In this assignment you will have the opportunity to take a closer look at JetBlue and discuss how the use of employee branding can further JetBlue’s strategic position.

Instructions

Complete this assignment by doing the following:

Use the Internet to research JetBlue. (This article in Adweek http://www.adweek.com/news/advertising-branding/jetblue-knows-how-communicate-customers-social-and-when-shut-152246 might be a good place to start.

Be sure to watch the video on page 2.) Use your research to answer the questions that follow.

What is JetBlue’s business strategy?

Does JetBlue have an employee brand? If yes, what is it? (

How is JetBlue using employee branding to support this strategy?

What HR practices does JetBlue use to support its employee brand and business strategy?

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